Table 1.
Engagement and format metrics by platform and field.
| Facebook Posts | Instagram Posts | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Overall n = 430 |
FIB n = 96 |
HO n = 93 |
LP n = 131 |
NP n = 110 |
Overall n = 306 |
FIB n = 75 |
HO n = 51 |
LP n = 110 |
NP n = 70 |
|
| Engagement | * | * | ||||||||
| Fans 1 | 275,365 (22,651; 3,910,357) | 1,054,041 a (645,649; 16,682,426) | 22,070 b (13,202;30,714) | 3,910,357 a (1,228,447; 20,335,695) | 24,310 b (15,552; 44,854) | 39,478 (8,189; 581,713) | 42,452 a (23,613; 270,839) | 2,841 b (1,826; 5,852) | 2,388,095 c (269,317; 6,450,564) | 13,142 d (5,257; 28,402) |
| Total interactions (Relative) 1 | 0.13 (0.05; 0.33) | 0.02 a (0.003; 0.08) | 0.21 b (0.09; 0.62) | 0.14 c (0.08; 0.27) | 0.29 b (0.1; 1.03) | 1.73 (1.09; 3.11) |
1.55 a,b (0.94; 3.11) | 2.73 c (1.61; 3.67) | 1.42 a (1.0; 1.97) | 2.47 b,c (1.4; 3.58) |
| Comments (Relative) 1 | 0.02 (0.004; 0.06) |
0.1 a (0.002; 0.07) | 0.02 a (0.004; 0.09) |
0.01 a (0.01; 0.04) |
0.03 a (0.01; 0.1) | 0.04 (0.01; 0.1) | 0.03 a (0.01; 0.13) | 0.05 a,b (0.01; 0.19) | 0.02 c (0.01; 0.04) | 0.08 b (0.03; 0.18) |
| Reactions (Relative) 1 |
0.10 (0.05; 0.22) | 0.03 a (0.01; 0.07) | 0.16 b (0.08; 0.5) | 0.1 c (0.06; 0.16) | 0.21 b,c (0.09; 1.22) | 1.70 (1.06; 2.95) | 1.52 a,b (0.94; 2.98) | 2.59 c,d (1.6; 3.46) | 1.39 a (0.99; 1.93) | 2.28 b,d (1.3; 3.44) |
| Shares (Relative) 1 | 1.01 (0.11; 6.52) |
0.13 a (0.02; 0.42) | 3.51 b (1.22; 12.26) | 0.78 c (0.11; 6.27) | 2.14 b,c (0.41; 8.5) | - | - | - | - | - |
| Season 2 | ** | |||||||||
| Summer | 214 (49.8) | 59 (61.5) | 33 (35.5) | 59 (45.0) | 63 (57.3) | 165 (53.9) | 35 (46.7) | 24 (47.1) | 60 (54.5) | 46 (65.7) |
| Winter | 216 (50.2) | 37 (38.5) | 60 (64.5) | 72 (55.0) | 47 (42.7) | 141 (46.1) | 40 (53.3) | 27 (52.9) | 50 (45.5) | 24 (34.3) |
| Post Reach 2 | ||||||||||
| Organic | 268 (60.0) | 43 (44.8) | 69 (74.2) | 96 (73.3) | 50 (45.5) | 211 (69.0) | 70 (93.3) | 25 (49.0) | 95 (86.4) | 21 (30.0) |
| Paid advertising | 96 (22.3) | 52 (54.2) | 12 (12.9) | 28 (21.4) | 4 (3.6) | 16 (5.2) | 5 (6.7) | 2 (3.9) | 9 (8.2) | 0 (0.0) |
| Unknown | 76 (17.7) | 1 (1.0) | 12 (12.9) | 7 (5.3) | 56 (50.9) | 76 (25.8) | 0 (0.0) | 24 (47.1) | 6 (5.5) | 49 (90.0) |
| Format 2 | *** | ** | ||||||||
| Photos | 224 (52.1) | 53 (55.2) | 52 (55.9) | 65 (49.6) | 54 (49.1) | 249 (81.4) | 63 (84.0) | 44 (86.3) | 78 (70.9) | 64 (91.4) |
| Videos | 128 (29.8) | 42 (43.8) | 17 (18.3) | 56 (42.7) | 13 (11.8) | 57 (18.6) | 12 (16.0) | 7 (13.7) | 32 (29.1) | 6 (8.6) |
| Duration 1 | 0:37 (0:09; 2:00) | 0:06 (0:06; 0:11) | 0:30 (0:20; 0:53) | 1:47 (0:45; 2:54) | 1:05 (0:56; 2:10) | 0:44 (0:10; 1:00) | 0:10 (0:07; 0:12) | 0:02 (0:02; 0:02) |
00:58 (0:44; 1:00) | - |
| Text only | 78 (18.1) |
1 (1.0) |
24 (25.8) | 10 (7.6) |
43 (39.1) | 0 (0) |
0 (0) |
0 (0) |
0 (0) |
0 (0) |
| Post origin 2 | ** | |||||||||
| Uploaded | 386 (89.8) | 96 (100) | 79 (84.9) | 117 (89.3) | 94 (85.5) | 240 (78.4) | 54 (72.0) | 40 (78.4) | 87 (79.1) | 59 (84.3) |
| Reposted | 44 (10.2) |
0 (0) |
14 (15.1) | 14 (10.7) | 16 (14.5) | 66 (21.6) |
21 (28.0) | 11 (21.6) | 23 (20.9) | 11 (15.7) |
| Shows people 2 | 189 *** (44.2) |
15 (16.0) |
51 (54.8) |
82 (62.6) |
41 (37.3) |
125 *** (40.8) |
16 (21.3) |
24 (47.1) |
57 (51.8) |
28 (40.0) |
| Caption count 1 | 32 * (17; 65) | 21 a (14; 29) | 53 b (32; 83) | 27 c (16; 78) | 44 b,c (16; 88) |
29 * (15; 62) | 17 a (11,24) | 56 b (41; 72) |
24c (13; 58) |
52 b (26; 100) |
| Hashtags used 2 | 98 *** (22.8) | 12 (12.5) | 48 (51.6) | 23 (17.6) | 15 (13.6) | 185 *** (60.5) | 48 (64.0) | 43 (84.3) | 48 (43.6) | 46 (65.7) |
| Links to other SMC 2 | 274 ** (63.7) | 21 (21.9) | 76 (81.7) | 96 (73.3) | 81 (73.6) | 133 (43.5) | 29 (38.7) | 24 (47.1) | 45 (40.9) | 35 (50.0) |
| Promotion of a product 2 | 181 *** (42.1) | 74 (77.1) |
27 (29.0) | 63 (48.1) | 17 (15.5) | 82 *** (26.8) | 48 (64.0) |
8 (15.7) |
20 (18.2) | 6 (8.6) |
| Links to health information 2 | 47 *** (10.9) |
0 (0) |
21 (22.6) | 2 (1.5) |
24 (21.8) | 3 ** (1.0) |
0 (0) |
3 (5.9) | 0 (0) |
0 (0) |
* p < 0.05. a–d Values in rows and subtables not sharing the same subscript are significantly different using the Kruskal–Wallis test and post hoc Dunn’s test with Bonferroni adjustment for multiple comparisons. Tests assume equal variances; ** p < 0.01, Chi-square; *** p < 0.001; Overall categories are in bold (e.g., total interactions), with subcategories below (e.g., comments or shares). 1 Median (25th; 75th); 2 n (%); Abbreviations: ‘FIB’ food industry brands. ‘HO’ health-promoting organisations. ‘LP’ lifestyle personalities. ‘NP’ nutrition professionals. ‘Relative’, relative to followers (presented as %). ‘SMC’, social media channels. Overall strategies are in bold (e.g., post reach), with subcategories stated below (e.g., organic, paid advertising, unknown).